I spend a lot of time during the day explaining the concept of social media ROI to both direct clients and traditional print agencies.  Socialnomics nailed it on the head with this video.  Enjoy and learn!

I'm not sure if anyone is tracking this, but I swear there is a new "micro-site" launched  in the outdoor space at least once per week.  Here is the most recent new from Brooks who recently went the Facebook route to help foster that "emotional connection" so many outdoor brands seek:

Brooks Launches Facebook Application for Runners

From the article, here is what Brooks is attempting to do:

As members of the Brooks Running Club, users can:

    * Share Running Progress: Post running goals, daily mileage, PRs, race results, and upcoming events to your Facebook profile page
    * Connect with Other Runners: Find running buddies in your local area, form running teams, host running-themed events
    * Inspire Others: Throw a water bottle, share a gel, present a trophy, and send fun Superpokes to help spread Brooks’ ‘Run Happy’ vibe!
    * Win Prizes: Members have access to periodic free drawings for Brooks shoes and running gear

And Meredith Han (Director of Online Marketing) notes:

"In creating the Brooks Running Club application, we wanted to give runners a way to come together, encourage each other and share their passion for the sport. What better platform to achieve that through than Facebook?”

So here is my take.  In my next post, I'm going to write down a list of all the outdoor brands who are attempting to do this.  Nike+ was there first, has seen a great amount of traction and now nearly every outdoor brand under the sun thinks that in order to foster sales growth, they need a place where their consumers can "hang out" and connect with the brand.

But is that really what they are doing?  Aren't they hanging out with fellow runners (as in this case?)  But what if your favorite runner buddy happens to wear Nike?  What if you are a hard core climber who loves Petzl, contributes photos to the Petzl site, but all of your buddies hang out say on Rockclimbing.com?

Although the outdoor industry is trying to grow its base where they can, in the long term I think the idea of having smaller and smaller communities of enthusiasts aligned with a single brand will do more harm than good.

And if in the case of Brooks what they are trying to do is just be cool and connect with consumers that is fine.  As long as they know upfront what the value of each new FaceBook  member is worth, and in total that the worth to the community is greater than the worth to the brand.  Because if it isn't, then it will not grow.

At this point, I can assure you there are more "stalled" outdoor communities than there are ones who are growing.  Brands need to pay much closer attention to this fact.

This is your new blog post. Click here and start typing, or drag in elements from the top bar.

I've been thinking for a while about how many different ways there are to engage end users in the outdoor space.  Given that I have 3-5 conversations a day with outdoor brands trying to do this, I'm often amazed at how brands will dream up these really "difficult" ideas and contests to get consumers to  interact with them.  Keep it simple right?  Outdoor enthusiasts are just that....simple and to the point.

What do outdoor enthusiastrs really want?  Step in Razorfish ( top of food chain in online media) and they release a report on ROI and engagement online.  Key Points from their survey of 1,000 users:

-37% cited special deals as the main reason they have "friended" a brand
-Of those surveyed, 64% had made their first purchase from a company as a result of a digital interaction -- such as through a Web site, microsite, mobile coupon or email.
-Nearly all (97%) said a digital brand experience had influenced whether they went on to buy a product or service from that marketer.

And more:
•40% have friended a brand on Facebook or Twitter
•77% have watched a commercial or video ad on YouTube with some frequency
•73% have posted a product or brand review on sites such as Amazon, Yelp, Facebook or Twitter
•70% have participated in brand-sponsored contests or sweepstakes

Take the above and think hard about the next idea you come up with on how to get more sales from your loyal enthusiasts.  In a later post, I'm going to take a deep dive with some contests I've seen lately to show what works.....and what does not.

Not sure how many of you out there are in the NYC area, but this is one worth checking out.  Outdoor brands need to start thinking about the relationship between sustainability and sales:


Article LINK>>Click Here

How Sustainability Can Help Your Brand Google Offices

November 10, 2009

Register Now


HOW SUSTAINABILITY CAN HELP YOUR BUSINESS

Many advertisers are making sustainability work with clear, comprehensive strategies that focus on the triple bottom line—planet, people, and profits. Smart corporate leaders are leveraging it as a source of innovation to create better products and higher profits. To do it right, companies need a robust sustainability strategy and implementation plan.

This session focuses on the economic, environmental and social context in which brands will be launched and built in the coming years and the opportunity to address world problems through effective brand/consumer partnerships. Our panel of top executives will share their insights about balancing green messaging in relationship to traditional business decisions—what works, what doesn’t and what you should be thinking about.

Panelists:
Claudia Malley, Vice President Global Media/U.S. Publisher, National Geographic Magazine

Laura Gimpel, Facility Manager, Google

Michael McHale. Director of Corporate Communications, Subaru of America 

Michael Sadowski, Director of Client Services, SustainAbility  Moderator:
Jacquelyn Ottman, President, J. Ottman Consulting
Event Chair: Stephen Murray, Playboy